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영어

The Study on Impact of Affect, Trust, and Commitment of Brand Community on Brand loyalty: Comparison of Korean and Chinese female Hur, Won-Moo The purpose of this study is to investigate the mediating role of brand community commitment among brand community trust, brand community affect, repurchase intention of brand, positive word of mouth of brand and constructive complainant of brand. Also this paper examines the moderating effect of cultural difference (China vs. Korea). We test five main effect hypotheses and two moderating effect hypotheses by estimating a structural equation modeling model with survey data from a sample of mobile handset brand community female members. The study found that brand community trust and affect have a positive effect on brand community commitment. Also this study found that brand community commitment strengthened repurchase intention of brand, positive word of mouth of brand and constructive complainant of brand. Furthermore, we found that cultual difference moderated 1) a relationship between brand community affect and brand community commitment and 2) a relationship between brand community commitment and positive word of mouth of brand.